Shopify SEO – Case Study
This case study would be a good example, especially for those who open Shopify website and import their Etsy listings from Etsy to Shopify. Because, after you import your listings to Shopify it is crucial to re-optimize them for SEO!
And if you did not import anything from Etsy, this guide still will be very helpful as I’m showing here how exactly you optimize your products in Shopify for Google search. This case study that can clearly show you how even a little, but consistent On-Page SEO work may help you improve organic search traffic.
Let’s see how organic search traffic increased in 3 months period for this online store.
105 % increase in search traffic and sales that came from search increase by 46 %.
Do you want to double search traffic to your Shopify store? Follow these SEO tips for Shopify that I listed below based on what exactly was done for this particular case.
1. Integrate your Shopify store with Google Search Console
It is a very important tool that should be a first thing to implement. Search Console allows you connect your website with Google, set some important things up, monitor errors and see how Google is indexing your website over time.
- Create console account if you have not yet done so – https://www.google.com/webmasters/tools/
- Add property (that is your website) and follow on-screen instructions to verify it
- You need to verify your ownership of your property in search console. You can verify using a meta tag or file download. Depends on what you choose – here is a quick guide from Shopify how to verify your site with third-party apps (including Google Search Console)
2. Add Shopify Sitemap to Google Search Console
How to do that:
2.1 From Search Console dashboard, go to Crawl – Sitemaps and click the red button Add/Test Sitemap
2.2 Enter “sitemap.xml” after your domain name (your Shopify website address) and click “Submit”.
Your Shopify sitemap will help Google understand the structure of your website, you can also monitor any errors here if they happen.
3. Check Crawl errors. Fix with redirects.
Wait for some time (2-3 days) while console will be updated for information about your website. Check for crawl errors, as your site may have some. Look for 404 Response Code URLs.
You can download whole list (useful if you have many errors). The main goal here is to redirect non-existing pages to pages that exist. It will improve the user experience and, as a result, SEO.
How to redirect URL in Shopify:
From left side menu, go to Online Store – Navigation. Click on “URL redirects”
From here, click button “Add URL redirect” and follow on-screen instructions.
4. Add On-Page SEO to products
4.1 Pick up the right keyword for each product.
When you choose the keyword, instead of very popular and broad search term, you should pick up the beneficial keyword – keyword that doesn’t have so many competitions but search volume for that keyword is still good enough. For this research you can use different tools, that varies from free to premium SEO tools.
For keyword research, I was basically using a combination of Ahrefs, SEMRush, Search console and Google Search itself.
I’ll take one example how to optimize your product in Shopify.
This is how the product looks like after it was imported from Etsy:
This is what is a big no-no for a website. Product title listed on your Shopify website should not be stuffed with keywords. Also, some keywords that may work for Etsy not always working for search.
Based on this example I research a keyword first.
I can see that this is a Thanksgiving outfit for boy. Raglan with turkey image and “get in my belly” phrase. I’d check the following options for keyword:
- Kids Thanksgiving raglan
- Boy Thanksgiving outfit
- Thanksgiving turkey shirt
After research, I found that “kids thanksgiving raglan” is not popular search term at all, “Thanksgiving turkey shirt” has only very small search volume per month but “Boy Thanksgiving outfit” has around 300 searches per month while keyword is not difficult to rank for. So I’ll pick up the “Boy Thanksgiving Outfit” and start the title with this phrase. I’ll make sure title is descriptive.
Here is how it may look like with new title:
Looking better and more clear, right?
Make sure to change it in SEO title in the section just below the product:
4.2 Enhance product description. Add more details, funny stories, anything that may help your visitor to learn more about your product.
4.3 Add ALT text to all product images that you publish in Shopify. Don’t mention the same keyword for each image, use variations, synonyms and close terms. The main point here is to describe your image, not to stuff it with the same keyword over and over again.
4.4 Check URL for your product. If it is too long and stuffed with keywords – rewrite the URL, make it shorter. When you revise URL, Shopify will automatically create URL redirect.
4.5 Write meta description. You can use your actual product description but what I personally prefer is to craft a separate copy. Maybe using some terms from product description as well, but adding some new text with the main keyword in mind would help.
4.6 Add links to other similar products, also add a link to a current page from other products as well. Besides providing help with SEO, it will also add more information for your page, as well as suggest more choices for your potential customers.
Finally, page for this product will look like this:
See the difference with the previous version?
By following above On-Page SEO strategy for this Shopify store, we were able to improve the organic positions for part of the products and, as a result, get more organic search traffic and more sales.
After On-Page SEO is done, the next step would be off-page SEO where we’ll create content, run the outreach campaigns and get more backlinks to this website and products. It should grow the website and brand authority and lead to greater results over time.
Can’t decide what platform to choose for your e-commerce store? Read this: WordPress vs Shopify comparison
Need help with SEO for your Shopify store? Contact me through a contact page or just fill the quick form below, let’s talk!
Images credit: Our 5 Loves – Customized Kids Apparel
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